Teresa Allan

And even, you know, we've suggested in the past, go and shadow, you know, your counterpart in customer success or in sales and vice versa for a day, just to get some appreciation of, the pressure they're under and the targets that they're trying to hit and what they're doing on a day-to-day basis.

And even, you know, we've suggested in the past, go and shadow, you know, your counterpart in customer success or in sales and vice versa for a day, just to get some appreciation of, the pressure they're under and the targets that they're trying to hit and what they're doing on a day-to-day basis.

Yeah, absolutely.

Yeah, absolutely.

Yeah.

Yeah.

I think it really was years of work. So I started off in client side and then, and actually my boss there, she made us do at least six months in insights and analytics before we could go and do anything else, which I, to this day, I'm always forever grateful for because it's a critical skill for marketers. But most people don't have that ability.

I think it really was years of work. So I started off in client side and then, and actually my boss there, she made us do at least six months in insights and analytics before we could go and do anything else, which I, to this day, I'm always forever grateful for because it's a critical skill for marketers. But most people don't have that ability.

But when I then moved to agencies where I stayed for a long time, what I was always struck with that whether it was B2C or B2B, you get a brief that comes in and you run with it. And but then you can get to the end and it's you're doing the wrong thing. The brief is wrong. Right. And there hasn't been that kind of in-depth understanding and analysis as a problem statement in the first place.

But when I then moved to agencies where I stayed for a long time, what I was always struck with that whether it was B2C or B2B, you get a brief that comes in and you run with it. And but then you can get to the end and it's you're doing the wrong thing. The brief is wrong. Right. And there hasn't been that kind of in-depth understanding and analysis as a problem statement in the first place.

And as an agency, the truth is, you know, we're all pretty much yes men and be like, oh, yeah, great. We want to win it. So we'll say yes, we can do everything. And it's not going to have the business impact that was intended because ultimately you're doing the wrong thing and you haven't asked the right questions.

And as an agency, the truth is, you know, we're all pretty much yes men and be like, oh, yeah, great. We want to win it. So we'll say yes, we can do everything. And it's not going to have the business impact that was intended because ultimately you're doing the wrong thing and you haven't asked the right questions.

And often you give strategy away for free because you're desperate to get to kind of the end bit where the client, you know, sourced intangible output and that's where they saw the value. And after years and years of doing this, it just made me realize that there's a fundamental flaw and there's a gap.

And often you give strategy away for free because you're desperate to get to kind of the end bit where the client, you know, sourced intangible output and that's where they saw the value. And after years and years of doing this, it just made me realize that there's a fundamental flaw and there's a gap.

in that process and the other thing that triggered it was you know at the same time we were starting to see a lot of brands creating in-house agencies so again they were kind of going straight to their well we've got all these creatives and they they can do all this great stuff but it's like well you're missing the thinking piece first that's connecting the dots between the output and really kind of connecting up to the business strategy.

in that process and the other thing that triggered it was you know at the same time we were starting to see a lot of brands creating in-house agencies so again they were kind of going straight to their well we've got all these creatives and they they can do all this great stuff but it's like well you're missing the thinking piece first that's connecting the dots between the output and really kind of connecting up to the business strategy.

I just found it frustrating because I feel like it was a waste of everyone's time and money if you're going to turn up and do something. And they were great things that you were doing. But were they the right things? Half the time, probably not.

I just found it frustrating because I feel like it was a waste of everyone's time and money if you're going to turn up and do something. And they were great things that you were doing. But were they the right things? Half the time, probably not.

And it is just stopping the kind of the hamster wheel that everyone is on, you know, to hit those quarterly targets and to constantly be delivering to then go, actually, let's all get in the room maybe, which is hard to do. I mean, we all struggle to do it, right? It's really difficult.

And it is just stopping the kind of the hamster wheel that everyone is on, you know, to hit those quarterly targets and to constantly be delivering to then go, actually, let's all get in the room maybe, which is hard to do. I mean, we all struggle to do it, right? It's really difficult.